A bomb and bullet-proof shop selling some of the world's most precious diamonds has opened in Knightsbridge

Samer Halimeh NY claims to
be the 'most expensive and lavish' boutique in
London.Samer Halimeh
NY

LONDON — A diamond boutique that claims to be the "most expensive
and lavish" in London has opened in Knightsbridge.

The new 3,000 square foot global flagship store for international
jewellery brand Samer Halimeh NY is the
result of a two-year, £10 million construction project, resulting
in a "bomb, ram, and bullet-proof boutique" selling diamonds
worth millions of pounds.

The store's facades are created from "anti-ram steel and
reinforced concrete," while its windows are made from 30mm
bulletproof glass. The jewellery sits behind glass, steel, and
marble display cases, illuminated by LED lighting.

Its ground and first floors showcase a diamond jewellery
collection with items ranging from £5,000 up to millions of
pounds for bespoke pieces made with rare diamonds, sourced from
local mines in South Africa and cut and handcrafted in New York.

Samer Halimeh NY

It also boasts "James Bond style vaults below the ground" which
house one of the city's largest collections of rare diamonds and
precious gems in all colours, including white, yellow, pink, and
blue.

The boutique has "state-of-the-art security including motion
sensors, CCTV cameras, and infra-red beams" guarding access to
the 12-tonne vault room, which is embedded in reinforced
concrete.

Samer Halimeh NY

Located at 161 Knightsbridge, the brand claims to be a favourite
of members of the Saudi, Brunei, and Abu Dhabi royal families, as
well as celebrities such as Elton John and Naomi Campbell.

Special guests can view finished jewellery and enjoy drinks and a
cigar terrace in the VIP client suite.

Samer Halimeh NY

The brand recruited award-winning lighting specialists Lasvit —
who created the Olympic Games, the Dubai Opera House, Mandarin
Oriental, and Shangri-La hotels — for its lighting, and had its
spiral staircase made of steel and curved glass imported from
Germany.

The two chandeliers — one on each floor — are also stunning. One
is made up 600 pieces of handmade Bohemian crystal, while the
upper floor piece is made from 300.

Samer Halimeh NY

Samer Halimeh, founder and chief executive of Samer Halimeh NY,
said the brand chose London for its flagship boutique because the
capital acts as a hub for luxury shoppers from Europe,
Scandinavia, Russia, the Middle East, India, and Africa.

Samer's headquarters, located on New York's Fifth Avenue, opened
in 2000, while Boutiques in Riyadh and Kuala Lumpur followed in
2010 and 2014.

Samer
Halimeh.Samer Halimeh
NY

"Buyers of diamond jewellery like to meet the jewellery sellers
personally, to touch and feel the pieces — buying luxury
jewellery is a very sensory and emotive experience," he said. "We
wanted to have our own mono-brand dedicated jewellery boutique
because it is the most exclusive and prestigious way to showcase
our collection."

He added that there has been a "huge change" in the diamond
jewellery sector over the past 10 years.

"Increasingly, luxury jewellery purchases are for personal
self-consumption, not gifts," he said. "This is why in the luxury
jewellery market there is a real and growing consumer thirst for
unique, innovative, and distinctive designs.

"In addition, especially for younger customers, the once
clear-cut boundaries between luxury fine jewellery and fashion
jewellery are starting to blur, which is why we have our fashion
line in addition to bespoke pieces."